Amplified Voice
Pimlico Musical Foundation — Brand Identity & Visual System
Pimlico Musical Foundation brings people together through music, supporting singers and performers across all ages — from toddlers to pensioners. I led the creative direction for a new brand identity designed to help the organisation stand out, bring clarity to its communications, and create a voice the whole community could feel proud of, while also helping attract the next generation of participants.
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Design Director
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Brand identity · Visual systems · Brand architecture · Art direction
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2025
The brief
Pimlico Musical Foundation had multiple programmes, age groups and choirs — each communicating differently, resulting in a fragmented brand presence. The challenge was to create a unified identity system that could support this diversity while amplifying their message and strengthening recognition.
The new brand needed to feel contemporary and confident to attract younger audiences, while remaining inclusive of long-standing members and community voices.
The thinking — Amplified Voice
The organising idea, Amplified Voice, reflects Pimlico’s mission to help people be heard through music.
We developed a visual system inspired by the shapes of sound — imagining how different voices might look, from a solo performance to a full choir. These forms became the foundation for dynamic layouts, working alongside rich photography to create movement, rhythm and expression across communications.
The result is a flexible system that brings structure to multiple groups while allowing individual voices to shine.
Outcome
The new identity gives Pimlico Musical Foundation a clearer, more distinctive presence — enabling consistent communication across programmes while strengthening their collective voice. The system supports both day-to-day messaging and larger campaigns, helping the organisation show up with confidence while staying rooted in community.